brands showing consumers they understand

I heard a short piece on Marketplace yesterday about an Ohio-based apartment company that is offering a "layoff-proof lease" program that will give new renters 60 days of free rent if their jobs are cut. The deal also gives the tenants the opportunity to opt out of their leases if they lose their jobs. I've seen a proliferation of promotions like these recently, and I'm really happy to see that marketers are finding interesting ways to promote their brands in the current economic climate.

Promotions like the ones below can relay more sympathy to consumers than just simply slapping a discount sticker on a product. These efforts truly connect with what's happening to consumers on a personal level.

Not only have these promotions garnered good press, my guess is that these companies will benefit from their benevolence when the economy does recover. The brands are essentially extending their hand and showing a little compassion for people who need it -- and right now that type of gesture counts.

- A cafe owner in Ohio has instated a "pay what you want" pricing model
- JetBlue is issuing refunds to travelers who lose their jobs
- FedEx declared a free resume printing day
- Hyundai allows consumers to return vehicles within the first year of purchase if they lose their jobs
- Jos. A Banks will give refunds to customers who buy a suit and then lose their jobs. And they get to KEEP the suit!

- posted by Hillary Hempstead

[image courtesy of brian kosena]